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The Americanization/Westernization of Austria

Contemporary Austrian Studies

Sponsored by the University or New Orleans and Universitt Innsbruck

Editors

Gnter Bischof, CenterAustria, University of New Orleans Anton Pelinka, University of Innsbruck

Production Editor

Ellen Palli

Copy Editor

Jennifer Shimek

Editoral Assistant

Martin David

Executive Editors

Franz Mathis, UNO Coordinator, University of Innsbruck Robert L. Dupont, Dean, Metropolitan College

Advisory Board

Ingrid Bauer

University of Salzburg

Siegfried Beer

University of Graz

Hans-Georg Betz

Geneva

Evan Bukey

University of Arkansas, Fayetteville

Mario Caciagli

University of Florence

Gary Cohen

Center for Austrian Studies University of Minnesota

Michael G. Huelshoff

University of New Orleans

Wilhelm Kohler

University of Linz

Jacques Le Rider

University of Paris VIII

Kurt Richard Luther

University of Keele

Andrei S. Markovits

University of Michigan, Ann Arbor

Richard Mitten

Trinity College

Margareta Mommsen

University of Munich

Hanspeter Neuhold

University of Vienna

Max Preglau

University of Innsbruck

Sonja Puntscher Riekmann

University of Salzburg

Peter Pulzer

Oxford University

Oliver Rathkolb

University of Vienna

Sieglinde Rosenberger

University of Vienna

Dieter Stiefel

University of Vienna

Franz Szabo

Center for Austrian Studies, University of Alberta

Ruth Wodak

University of Vienna

Publication of this volume has been made possible through a generous grant from the Austrian Ministry of Foreign Affairs through the Austrian Cultural Forum in New York and the Austrian Marshall Plan Anniversary Foundation in Vienna. The University of Innsbruck and Metropolitan College of the University of New Orleans have also provided financial support.

Contemporary Austrian Studies, Volume 12

Gnter Bischof Anton Pelinka editors

The Americanization/Westernization of Austria

First published 2004 by Transaction publishers

Published 2017 by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
711 Third Avenue, New York, NY 10017, USA

Routledge is an imprint of the Taylor & Francis Group, an informa business

Copyright 2004 by Taylor & Francis.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notice:
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Catalog Number: 2003066161

Library of Congress Cataloging-in-Publication Data
The Americanization/westernization of Austria /Gnter Bischof and Anton
Pelinka, editors.
p. cm.(Contemporary Austrian studies; v. 12)
Includes bibliographical references.
ISBN: 0-7658-0803-X
1. AustriaCivilization20th century. 2. AustriaCivilization
American influences. 3. Popular cultureAustriaAmerican influences.
4. AustriaPolitics and government1945- I. Bischof, Gnter, 1953- II.
Pelinka, Anton, 1941- III. Series.
DB91.2.A54 2003
303.48'2436073dc22

2003066161

ISBN 13: 978-0-7658-0803-5 (pbk)

Dedicated to Reinhold Wagnleitner and Berndt Ostendorf

Table of Contents

Gnter Bischof,

Reinhold Wagnleitner,

Arinin Thurnher,

Helmut Lackner,

Andr Pfoertner,

Matthias Fuchs and Klaus Weiermair,

Anton Fink,

Kurt Drexel,

Monika Bernold,

Anna Schober,

Christina Hainzl,

Maria-Regina Kecht,

Ingrid Bauer,

Reinhard Sieder,

Gnter Bischof and Martin Kofler,

Anton Pelinka,

Fritz Plasser,

Andrei S. Markovits:

Peter Berger:

Dieter Stiefel:

Martin David:

Samuel R. Williamson, Jr.:

Steven Beller:

Evan Burr Bukey:

Zoltan Tarr: Erwin A. Schmidl, Die Ungamkrise 1956 und sterreich: Mit einem Vorwort von Paul Lendvai
Csaba Bks, Malcolm Byrne, and Jnos M. Rainer, The 1956 Hungarian Revolution: A History in Documents

Reinhold Gartner,

1. ii

Guide

Gnter Bischof

Throughout the course of history the blanket term Americanization has been used to bundle a variety of European reactions to the historical unfolding of the American liberal order.

[...] I reject the term "Americanization," a term that represses and hides more than it explains. This term attempts to define the development of the modern world with the unsuitable criteria of nationalistic stereotypes, which serves, for the most part, only one tasknamely, to conceal the fact that behind the phenomenon 'Americanization' lies the actual "Europeanization" of the world. The development of the modern world has much less to do with the propagation of the supposed national characteristics of those people who live in the United Sates than with the further development of the system of capitalism.

"Modernization""Americanization""Westernization""Globalization": all these terms signify broad processes of economic, social, and cultural transformations across the Atlantic and throughout the world in the course of the twentieth century. They resemble each other in the sense that they are diffuse and hard to pin down. They indicate differentoften overlappingkey phenomena of modern international co-existence, an economic and cultural confluence in a globalizing world moving ever more closely together through modern mass media and communication techniques.

The starting point to any debate on Americanization has to recognize the fact of the ascendancy of the United States to imperial status in the twentieth century. We no longer need to debate reluctantly whether we live in the world of the "American empire" but rather what kind of imperial presence the United States is emanating today. The American Empire is more powerful than the Roman one was in its heyday. Washington's projection of global military power is far more complete than Rome's. Ever since the United States began to exert its influence overseas in 1898,

Along with projecting its awesome military power and the ideology of exporting its democracy came the rejection of the "universality of reigning American values." Bacevich also questions "whether moral relativism, radical individualism, and conspicuous consumption constitute a formula guaranteeing the fulfillment of mankind's deepest aspirations."

Modernity/modernization accelerated as a result of a variety or historical forces during the last years of the Habsburg Monarchy. Fin-de-siecle Vienna became one of the hothouses to shape modern life in Western philosophy, psychoanalysis, and the arts (as evidenced by the preeminence of figures like Wittgenstein, Freud, and Schiele). Yet while the modem era was launched in European capitals, both technological and business innovation frequently radiated from the periphery in the United States. Since the beginning of the twentieth century, Taylorism (scientific management) and Fordism (conveyor belt driven mass production and mass consumption) increasingly influenced and shaped European business practices between the great wars, as the essays in the "Business" section of this volume amply demonstrate.

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